A PURL (Personalised URL) is essentially a personalised web page that is customised specifically for the person visiting the website. PURLs are typically printed on a direct mail piece to encourage an individual to log on to a website. When the visitor logs in, database information is gathered to populate the page with information specific to that visitor. Once logged in, the website is able to track that visitor’s activity and further customisation is dependent on the activity. A PURL is simple to use and doesn’t ask much of the recipient. It allows you to communicate with customers through multiple channels, a powerful marketing method.